Marketing Proposal Template for Hvac Business - PDF

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					Market Integrated Demand Side Management                                    Program Descriptions
Small Commercial Comprehensive Refrigeration


PGE2063           Small Commercial Comprehensive Refrigeration—KEMA

        2006 - 2008
       1. Projected Budget*              $2,966,375

       2. Projected Net Impacts
            MWh                          11,386
            MW (Summer Peak)             1.794
            Therms                       0

       3. Cost Effectiveness*
           TRC                          1.81
           PAC                          2.33
      *Does not include PG&E contract administration costs, which are estimated at 5 percent of
      expected contract value and included at the portfolio level.

4.      Descriptors

Market Sector:      Retail Nonresidential Mass Market
Classification:     Third Party
Status:             New

The Small Commercial Comprehensive Refrigeration Program (SCCRP) is designed to provide
comprehensive energy-efficiency measures to small and very small commercial businesses with
refrigeration loads. This target market is expected to encompass convenience stores, gas station
convenience stores, independent grocers, butcher shops/meat markets, fish markets, small
independent restaurants/cafes, drugstores, liquor stores, retail bakeries, caterers, cafeterias and
assisted living facilities. These facilities are defined as the Retail, Ag and Food Processing and
Hospitality market sectors.

Initial efforts will concentrate on the independently owned stores with additional efforts to reach
the small chain stores and other facilities. Efforts to recruit participants by conducting on-site
facility assessments, promoting the program through trade associations, and networking within
ethnic communities will continue as concurrent activities, if necessary and proven to be
successful.

Typical refrigeration opportunities found in the facilities described above include anti-sweat door
heater controllers, evaporator fan replacement motors, and cooler control systems. The initial
facility assessment may also identify opportunities for miscellaneous refrigeration measures,
HVAC tune-ups, lighting upgrades and custom electric or gas measures. If the refrigeration
contractor is not qualified to install any measure identified, it will be referred to another
contractor within the program or to PG&E for coordination with another program. The proposed
measures will qualify for incentive funding based on $ per kWh of estimated savings. Deemed
savings will be used for those measures identified as prescriptive and a calculated value will be
used for measures identified as custom. Custom projects will be reviewed prior to advancing in


Pacific Gas and Electric Company                  1                                     February 2006
Market Integrated Demand Side Management                                     Program Descriptions
Small Commercial Comprehensive Refrigeration


the program process. Many of the facilities in the target market, such as convenience stores and
independent grocers, have extended run times; therefore, actual run times may increase the
expected savings.

A web-based program will be utilized for project data entry, project approval, and milestone
tracking. The intent will be to reduce the paper flow between parties, thereby creating fewer
delays in the implementation process. Training will be provided to all participating contractors
on use of the system and support maintaining the system will continue throughout the program
implementation period.

Additional support services will include a program hotline and website with program information
and links to the PG&E website. Additional reference links will be provided if they pertain
directly to the program. KEMA will inspect a percentage of the projects to verify actual site
conditions, equipment and quality of installations.

5.      Statement

Small commercial refrigeration customers are generally an underserved market with several
barriers to participation in energy efficiency programs. These barriers can range from cash flow
to language to equipment complexity.

Many small businesses do not generate excess cash flow for capital investment in their facilities
or will not invest in the facility because they lease the space. By providing incentives directly to
the contractor and only requiring a small additional contribution from the customer, the
participation rates are much higher than a traditionally structured rebate program.

Many of these types of facility owners have minimal knowledge of technical upgrades and
energy-efficiency incentive programs due to language barriers and the technical complexity of
refrigeration equipment. The door-to-door marketing approach builds relationships with these
customers and provides direct education of the proposed energy-efficiency measures. Targeting
facilities with older, inefficient vintage equipment will provide a larger potential for
comprehensive energy saving improvements since it is likely that this type of facility has not
previously participated in energy-efficiency programs.

Experience has shown that language barriers can be addressed in the marketing and sales
approach. Many of the ethnic communities value a relationship with the contractor and need to
gain trust in the contractor and program before participation. However, once successful projects
have been completed then the success is transferred via word of mouth throughout the
community. This process creates a longer lead-time to develop energy-efficiency projects but can
result in exponential participation later in the program.


6.      Rationale

There is significant opportunity for energy savings in convenience stores and for small
commercial customers with refrigeration loads. However, several barriers have been encountered


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Market Integrated Demand Side Management                                   Program Descriptions
Small Commercial Comprehensive Refrigeration


on frequent basis, which are addressed in the program design and the proposed solutions lead to
successful recruitment of program participants. Some of the largest barriers are language, capital
cost and project lead time.

Small businesses lack the capital, expertise and staff time necessary to assess and act on energy-
efficiency opportunities comprehensively and confidently. The small commercial refrigeration
program is designed to mitigate these barriers effectively by lowering the first cost, minimizing
customer hassle and transaction costs and reducing real and perceived risks associated with
equipment performance and contractor reliability.

Lack of access to capital/first cost. Small commercial customers, particularly in the current
economy, have limited access to capital. Because of this and other barriers, these customers
rarely make energy efficiency related investments if they have pay periods of more than a few
months. Based on past experience with these types of customers, the small commercial
comprehensive refrigeration program is structured to offer incentives that pay for a majority of
the project cost in order to achieve participation and measure penetration in this market

Hassle or transaction costs: the indirect costs of acquiring energy efficiency, including the
time materials and labor involved in obtaining or contracting for an energy efficient product
or service. The small commercial comprehensive refrigeration program reduces the hassle and
transaction costs by offering comprehensive measures and cross referrals. The on-site facility
assessment provides customer education with a follow-up of energy analysis, feasibility analysis,
financial incentives, equipment procurement and installation.

Information or search costs: the costs of identifying energy-efficient products or services or of
learning about energy-efficient practices, including the value of time spent finding out about
or locating a product or service or hiring someone else to do so. The program is specifically
designed to reduce the information and search costs for small commercial refrigeration
customers. Marketing and outreach activities increase customer awareness of cost-effective
measures and cross referrals assist customers in the program participation process leading to the
installation of comprehensive measures.

7.      Outcomes

The primary outcome of this program is to encourage and assist commercial businesses with the
implementation of a sufficient number of projects to result in more than 11 million kWh of net
annual savings and almost 1,800 net kW by the end of 2008.

The overall goal of this program is to reduce demand and energy consumption in small
commercial facilities with a majority of the savings resulting from the installation of
refrigeration measures. The program savings goals estimate that 75 percent is from refrigeration
measures, 22 percent from lighting, 3 percent from other measures and the final 2 percent from
HVAC measures.

The primary energy-based program metric for the Small Commercial Comprehensive
Refrigeration program is savings achieved, which will be reported on a cumulative basis every


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Market Integrated Demand Side Management                                   Program Descriptions
Small Commercial Comprehensive Refrigeration


month and compared to the goal. A secondary energy-based program metric associated with
savings achieved is savings committed, which will document the amount savings determined in
the project agreement that has been received but not verified or installed. More detailed metrics
on committed savings and achieved savings by measure will be included in the
monthly/quarterly reporting.

Non-energy-based program metrics will include the number of relationships with associations,
organizations or community groups, processing time for projects and payment. While these
metrics are not directly related to savings achieved, they are critical to the success of the
program. KEMA will form at least two relationships with target market associations,
organizations or community groups that will be used as the channels to distribute marketing
materials and promote participation in the program.

The non-energy-based program metrics that will be tracked are an average of 10 business days to
process projects submitted with complete documentation and projects will be paid with in 10
business days upon approval of project, documentation and payment notification period.

Customer service performance indicators that will be tracked and reported on a quarterly basis
include all calls and email inquiries that are recorded and responses documented. A response or
call back to the customer will be provided with in 48 hours. All customers who have requested to
pursue additional measures not included in the proposed program will be referred to PG&E for
coordination with another program within 5 business days.

8.      Strategy

The program will leverage networks of store owners and recent participants in energy-efficiency
programs to increase participation and decrease lead time for project development. Many of
these past participants experienced language barriers, rented their facilities and had little or no
capital. The door-to-door sales approach provides direct education to the owners and builds
relationships and trust. This method is leveraged in communities where language barriers exist
and word of mouth becomes a strong sales and marketing tool.

Once a customer has a successful experience with the program, they are more likely to
participate in additional measures. The cross-referral process will be an important component of
the success of comprehensive measure installation. Additionally, it is expected that program
marketing costs can be reduced if one customer participates in several measures and especially if
participation was through a referral.

Past programs have been dominated by less complex measures with shorter project development
time. The initial refrigeration focus of the program addresses the gap in project development
time between refrigeration projects and other measures with fewer barriers to participation.

The initial facility assessment will address a comprehensive approach to identify all energy
efficiency measures. This approach provides education and information on additional
opportunities that may not be easily recognized by the customer. In addition, the referral
simplifies the process and confusion of locating program information and contractors.


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Market Integrated Demand Side Management                                      Program Descriptions
Small Commercial Comprehensive Refrigeration


Many of the smaller, less than 50 kW, rent their facilities, and have very little capital to invest in
facility improvement. The incentive structure of limited up-front cost and short payback periods
encourages participation in the program.

9.      Objectives

To achieve the net savings goal of 11, 386, 488 kWh and 1,794 kW, KEMA will recruit
contractors and target market segment organization to promote the program. At a minimum,
KEMA will build relationships with two organizations or associations supporting the
convenience store market in the first year of implementation. Through these relationships,
KEMA will identify potential program participants and offer facility assessments to identify a
comprehensive list of measures.

KEMA’s first contractor recruiting efforts will focus on refrigeration contractors and provide
training at the time of program launch. The training will provide the program details to minimize
customer confusion and program policies to ensure project success. Within 6 months KEMA will
train several other contractors to provide a comprehensive list to potential participants.

Several of the program metrics focus on the efficiency of the response to contractors and
customers. This program will be based on other small commercial programs implemented by
KEMA in the past 5 years. Through this experience KEMA has been able to improve the
processing procedure and provided quicker responses to customer inquiries. The efficiency
metric has been added for turn around time on approving projects and paying contractors. The
customer service indicator has a maximum 48-hour response time on customer inquiries.

10.     Implementation

A detailed chart of activities associated with program development and implementation is
provided below. The dates provided for each task assumes that the CPUC approves PG&E’s
portfolio of programs by the end of the first quarter of 2006 and contract execution within
several weeks after CPUC approval. Based on this assumption, a program launch at the
beginning of the third quarter 2006 is anticipated.




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Market Integrated Demand Side Management                         Program Descriptions
Small Commercial Comprehensive Refrigeration




Specific tasks are outlined below:
Development
Task 1 – Program Design
    •   Development of Policies and Procedures
    •   Development of Contractor Application and Requirements
Task 2 – Program Infrastructure


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Market Integrated Demand Side Management                                  Program Descriptions
Small Commercial Comprehensive Refrigeration


    •   Web-based software system and project forms
    •   Website launch
    •   Toll-free hotline
Task 3 – Marketing Materials
    •   Development of program flyer
    •   Alternate language flyer
Task 4 – Program Marketing
    •   Identify key CBOs
    •   Develop program presentations


Implementation
Task 1 – Program Marketing
    •   Establish relationships w/CBOs and trade groups
    •   Develop marketing materials, non-English and target market segments
    •   Referrals to hotline
    •   Facility assessments
Task 2 – Program Administration
    •   Monthly reports
    •   Quarterly scorecard
    •   Annual reports
    •   Coordination meetings
    •   System updates and P&P manual updates
Task 3 – Project Processing
    •   Monthly progress report
    •   Quarterly scorecard
    •   Annual reports
Task 4 – Payment Schedule


Approximately 10 percent of the total savings for the program should be installed in 2006. In
2007, we anticipate achieving 50 percent of the total savings with the remaining 40 percent to be
achieved in 2008.



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Market Integrated Demand Side Management                                       Program Descriptions
Small Commercial Comprehensive Refrigeration




Program Strategy and Market Actors
        •   KEMA SERVICES will team with participating program contractors who will
            perform door-to-door recruitment, material procurement, and installation of the
            energy efficiency measures. The contractors will be required to follow program
            guidelines and specifications.
        •   Program participants will be recruited via door-to-door marketing activities.
Program Activities
        •   Initial program launch will include developing program marketing materials.
        •   Initial program launch will involve recruitment of participating contractors.
        •   KEMA SERVICES will build relationships with community-based organizations
            (CBOs), industry associations, trade allies, and other networking groups to promote
            the program.
        •   The program will offer a comprehensive suite of services to customers including:
                o Site-specific energy analysis
                o Recommendations for energy efficiency projects
                o Financial incentives
                o Equipment procurement
                o Equipment installation
                o Quality assurance inspections


11.     Customer Description

The target market is expected to encompass convenience stores, gas station convenience stores,
independent grocers, butcher shops/meat markets, fish markets, small independent
restaurants/cafes, drugstores, liquor stores, retail bakeries, caterers, cafeterias and assisted living
facilities. These facilities are defined as the Retail, Ag and Food Processing and Hospitality
market sectors. It is anticipated that a majority of the participants will have an average annual
demand of less than 50 kW. Specific rate schedules are likely to include but not be limited to
customers on A-1, A-6, A-10, and E-19 rate schedules.


12.     Customer Interface

Customer interface activities include the following:




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Market Integrated Demand Side Management                                      Program Descriptions
Small Commercial Comprehensive Refrigeration


        •   Program contractors will begin with door-to-door facility assessments, marketing and
            project development.
        •   During the initial site visit by the contractor, the potential for refrigeration measures
            will be identified and additional measures will be noted for referral.
        •   The facility assessment information will be entered into the web-based system and a
            proposal will be generated to provide the customer energy analysis, financial analysis,
            and project description. Additional measure(s) not included in the project will be
            referred to other program contractors or to PG&E for coordination with another
            program.
        •   Program contractor will present the project proposal to the customer for acceptance.
            The project then is either accepted through the web-based system (standard measures)
            or is submitted for review and acceptance (custom measures).
        •   A program agreement with the terms and conditions of the project must be signed by
            a person authorized to legally sign for the business stated on the agreement.
        •   Eligibility of the customer and the project will be determined upon submission of a
            project agreement. Prior customer eligibility may be determined through PG&E
            provided data. The contractor will be required to submit PG&E billing data or billing
            authorization with the project agreement for KEMA to determine customer eligibility.
        •   KEMA will refer any measures not within the contractor’s specialty to another
            contractor in program or to PG&E for coordination with another program.
        •   The upgrades will be installed and a portion of the total projects will be inspected to
            ensure quality and standards are met as well as customer satisfaction achieved.
        •   KEMA will pay the incentives to the contractor(s) and the contractor(s) will collect
            the customer contribution directly from the customer.
        •   The customer is provided with the toll-free program number that they may use to
            contact KEMA at any time through the process for assistance. The toll-free hotline
            will be answered during business hours and voicemail will be available at other times.
            All complaints will be logged and the resolution documented.



13.     Energy Measures and Activities

        13.1 Prescriptive measures.
        Prescriptive measures include the following: refrigeration fan controls, cooler door
        heater controls, freezer door heater controls, EC motors, Novelty Cooler controllers and
        HVAC system tune-ups.

        13.2 kWh Level Data
        The remaining measures for this program are custom in nature and primarily involve
        determining kWh savings to determine incentive payment. Custom measures include


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Market Integrated Demand Side Management                                   Program Descriptions
Small Commercial Comprehensive Refrigeration


        refrigeration measures not covered under the prescriptive measures, CFLs, fluorescent
        fixture upgrades, LED exit signs, custom lighting upgrades, HVAC controls, and other
        measure that result in verifiable electric savings.

        13.3 Non-energy Activities
               13.3.1 End-use Load: Refrigeration, lighting, HVAC, other

                13.3.2 Targeted Sector:
                Nonresidential Mass Market

                13.3.3 Activity Description
                Marketing activities, contractor recruitment and training, facility assessments and
                administrative activities will not directly produce energy savings. However, all
                are essential to the success of the program and directly proportional to the number
                of projects received.

                A majority of the administrative activities during program implementation will
                not directly produce energy savings. Examples of these activities are coordination
                meetings with PG&E, reporting activities, and updating the policies and
                procedures manual.

                The direct implementation activities that support energy savings include:
                determining customer eligibility, conducting inspections, entering project
                information into the project database, updating the software system, verification
                of project completeness and the project payment process.

                To summarize, implementation activities without measurable energy savings
                include:

                         Marketing activities
                         Contractor recruitment and training
                         Facility Assessments
                         Administrative activities
                         Coordination meetings
                         Direct Implementation Activities
                         Project proposal development
                         Site-inspections
                         Incentive application processing and tracking
                         Reporting.




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Market Integrated Demand Side Management                                    Program Descriptions
Small Commercial Comprehensive Refrigeration


                13.3.4 Quantitative Activity Goals
                The primary energy-based program metric for the Small Commercial
                Comprehensive Refrigeration program is savings achieved, which will be reported
                on a cumulative basis every month and compared to the goal. The following table
                displays net kWh and kW savings targets by quarter.

                                              Savings Targets


       Total        Q4 06     Q1 07   Q2 07      Q3 07    Q4 07   Q1 08   Q2 08   Q3 08      Q4 08
  11,386,488 kWh 11,38649 11,38649 11,38649 17,07973 17,07973 11,38649 11,38649 17,07973 569,324
     1,794 kW        179       179    179         268      268    179     179      268        95




        13.4    Subcontractor Activities

Overall program management, program compliance, quality control, cross referrals, and
reporting will be completed by KEMA. KEMA does not plan to utilize any subcontractors in
this program.

Participating program contractors will be perform door-to-door recruitment, material
procurement and installation of the energy-efficiency measures. The contractors will be required
to follow program guidelines and specifications.
The small commercial comprehensive refrigeration program works with selected contractors to
conduct facility assessments, solicit proposals, procure equipment and install measures. While
the contractor will conduct most of the door-to-door recruitment, KEMA will participate in chain
store recruitment, developing marketing materials, and building relationships with communities
to promote the program.

Individual customer marketing, project development and energy efficiency measures will be
tasks assigned to a contractor specializing in the identification and installation of refrigeration
measures. The contractor will conduct a facility assessment with a comprehensive approach and
refer any additional opportunities to other program contractors or to PG&E for coordination
with another program..

One participating contractor will be National Resources Management (NRM), a licensed
California contractor, to identify and install most of the refrigeration measures. However, rather
than a subcontractor arrangement, NRM will be paid from incentive funds. Additionally, lighting
and HVAC contractors will be paid on a similar basis. KEMA has worked with NRM on the
B.E.S.T. program since 2002 and will leverage their experience with market segment networks,
industry organizations, and refrigeration measure installations to recruit program participants and
provide quality installations.




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Market Integrated Demand Side Management                                   Program Descriptions
Small Commercial Comprehensive Refrigeration


Other contractors, specializing in HVAC tune-ups, miscellaneous refrigeration and lighting, may
be added to the program for door-to-door marketing, project development, equipment
procurement and installation.

                13.4.1 Detailed Information

Subcontractors will not be used in program development or implementation. Approved program
contractors will market and install the energy efficiency measures. Incentive funds will be paid
to these contractors for the actual measures installed.

KEMA will recruit contractors throughout the program development and implementation phases.
Once their qualifications, licenses and references have been reviewed and approved, they will
sign an agreement to uphold equipment specifications, equipment and labor warranties,
installation standards and a high level of customer service. KEMA reserves the right to remove
contractors’ privileges to program participation. The names of all approved program contractors
will be posted on the web site with contact information.

The approved contractors will be allowed to submit project proposals on behalf of customers
using the KEMA proposal generation software on line after they have completed a training
session with KEMA. The program is structured for small commercial customers that do not have
the time to follow through a project or the excess capital to invest in their facility. The project
cost is paid by the contractor who then invoices the customer for their portion and submits the
completion documents to KEMA for the incentive payment.


        13.5    Quality Assurance and Evaluation Activities

The approved program contractors will have the responsibility of procuring the equipment and
installing the measures while KEMA will be responsible for the project processing and measure
verification.

Equipment is procured and installed by the approved contractors per the contractor agreement,
which they sign at the beginning of the program. The agreement requires the contractor to meet a
level of installation standards and the equipment must meet the specifications outlined in the
policies and procedures manual. Any measure not defined in the policies and procedures manual
will be reviewed and approved by a KEMA staff engineer.

The equipment specifications outlined in the policies and procedures follow those included in the
express efficiency program. For measures listed in the proposal but not included in the express
program, documentation is given on how the savings was determined in Section 2.3 and any
history of evaluation reports that support those values.

Verification of the pre and post equipment will be the responsibility of KEMA, and
documentation of the results will be available through the web-based system. Facility pre- and
post-installation inspections will be conducted on a percentage of each contractor’s projects to
ensure the program standards and specifications are being met. The project will be modified to


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Market Integrated Demand Side Management                                     Program Descriptions
Small Commercial Comprehensive Refrigeration


reflect inspection results or the contractor will be notified to correct the deficiency before
payment is finalized.

All complaints received by KEMA through the program hotline and e-mail will be logged and
the resolution documented. KEMA will make every effort to have a positive outcome while
maintaining the program parameters.

        13.6    Marketing Activities

The program marketing will be the combined efforts of KEMA and the approved program
contractors. A marketing flyer will be developed by KEMA to generate interest in the program,
develop relationships and describe the program process. Materials will be distributed by KEMA,
the contractors and others with the ability to reach the target market. In addition, a web site will
be developed for program information, program funding status, web-based system access and
downloads.

            13.6.1       Marketing Materials

A two-sided program flyer will be produced in English with a short description of the program,
and contact information on the front and the back will outline the step-by-step program process.
The flyer will be produced for the initial contractor training session and posted on the web site
for download. The flyer will be designed as a template that may be adapted to different target
markets and geographic areas within PG&E’s territory. If warranted, non-English versions of the
flyer will be developed to assist ethnic communities in understanding the benefits of the
program.

Based on energy savings results in the first 9 months of the program, a program brochure may be
developed to generate additional interest in the program from multiple markets (convenience
stores, flower storage, caterers, etc.).

            13.6.2       Program Marketing

The marketing efforts will be a combination of door-to-door marketing by approved contractors
and KEMA building relationships with community groups, trade associations and organizations.
Past results have shown success with this method and with outreach to the ethnic communities
who have significant ownership of the convenience store market. Presentations to trade
organizations and associations will be made on an as-requested basis.

Small businesses have been responsive to direct contact and the ability to have a person walk
them through the process. Door-to-door marketing with support from the hotline is another
proven marketing strategy for the small business sector that will be included.

            13.6.3       Web Site and Hotline

A program web site will be developed and a toll-free hotline established prior to launch of the
program. Both potential participants and contractors will have access to both and all program
flyers will clearly state the contact information. The web site will contain program information,


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Market Integrated Demand Side Management                                   Program Descriptions
Small Commercial Comprehensive Refrigeration


funding status, all program documents for download, access to the program database via secure
access, list of approved contractors and program contact information. The web site will also
contain an e-mail address for questions and concerns.

The toll-free line will be answered during normal business hours by a trained staff person. If the
staff person is unable to answer the question or resolve the complaint, it will be referred to the
program manager or program engineer, depending on the issue.

            13.6.4       Integrated Demand Side Management Activities
The initial visit and marketing of the program will focus on refrigeration and include a
comprehensive assessment of the facility. Additional measures will be referred to the appropriate
program with in PG&E’s portfolio. This program may include comprehensive measures or a
combination of programs may be presented to the customer. Potential opportunities for demand
response may exist with larger customers and if appropriate they will be referred to the
appropriate program.

14.     Conclusion

KEMA SERVICES will deliver to PG&E more than 11 GWH of annual net energy savings and
about 1.8 MW of net demand reduction by working with small commercial customers in PG&E
service area. KEMA Service’s extensive experience in the administration, marketing and
implementation of small commercial programs was incorporated in the design of the SCCRP.
Program marketing and implementation barriers have been addressed by integrating successful
marketing approaches and unique program processes to ensure a high rate of program
participants. The SCCRP concentration on refrigeration measures is intended to reach a broad
base of customers that have potential to reduce their refrigeration load. The program further
guarantees comprehensive participation opportunities for the customer by referring any measure
that is not included in the contractor’s project proposal to PG&E for coordination with another
program..




Pacific Gas and Electric Company                14                                     February 2006

				
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Description: Marketing Proposal Template for Hvac Business document sample